Consumer Brand Buying Relation Assignment Sample

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Dissertation
Effect of Brand on Consumer Buying Behavior:
A Study on Impact of European Shoes and Clothing
Brands in India
Type of Documents : Dissertation
No of Words : 19000
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Effect of Brand on Consumer Buying Behavior: A Study on Imp
of European Shoes and Clothing Brands in India

This is a sample document
Email: help@globalassignmenthelp.com, Phone: (UK) +44 203 3555 345
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Acknowledgement
I have taken immense effort to accomplish this project; however it could not have been
possible without the valuable support and help from several individuals. I would like to
acknowledge in my sincere thanks to all those people who offered in assistance in this project.
I would also like to express my gratitude to my family members and mentor who offered
me to chance to complete this project.

Abstract
Branding is one of the most important aspects in the modern business conditions, here in
brand image and loyalty plays a prominent role in the success of an organization. The main idea
behind the current research is to offer in insight of the concepts and brand loyalty that influences
on customer buying decisions and behavior in the market. Branding is a matter of great concern
in the current market conditions and organizations spent in maximum amount of resources to
design and manage in its brand image in the minds of customers.
as well as primary research has been undertaken to evaluate in the exact details of study. A primary
assessment has been accomplished with survey method among Indian customers who prefers in to
shop for European brands. From the analysis it has been found in that branding is a complex
process that is being developed for a particular activity of an organization, group or person. It
needs to be designed in carefully to present in qualities that will help in to attract maximum number
of people towards the brand and if managed appropriately effective results can be acquired that
makes in to develop brand name for an organization.
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Table of Contents
Chapter -1 Introduction ................................................................................................................... 1
1.1 Overview ............................................................................................................................... 1
1.2 Structure of research.............................................................................................................. 3
1.3 Focus and purpose of research .............................................................................................. 4
1.4 Research question .................................................................................................................. 5
1.5 Framework and analysis ........................................................................................................ 5
Chapter - 2 Literature Review ......................................................................................................... 8
2.1 Introduction ........................................................................................................................... 8
2.2 Consumer behavior meaning ................................................................................................. 9
2.3 Importance of consumer behavior ....................................................................................... 10
2.4 Significance of European brands on Indian buying behavior ............................................. 12
2.5 Factors influencing purchase decision of Indian consumers ............................................... 14
2.6 Consumer behavior models ................................................................................................. 17
2.7 Position of European brands in the Indian market .............................................................. 18
2.8 Consumer behavior trend in India ....................................................................................... 19
Chapter – 3 Research Methodology .............................................................................................. 21
3.1 Introduction ......................................................................................................................... 21
3.2 Research Aims and Objectives ............................................................................................ 22
3.3 Research Philosophy ........................................................................................................... 23
3.4 Research Approach ............................................................................................................. 23
3.5 Research Type ..................................................................................................................... 24
3.6 Sampling.............................................................................................................................. 24
3.7 Data Collection .................................................................................................................... 25
3.8 Data Analysis ...................................................................................................................... 26
3.9 Research Validity and Reliability ....................................................................................... 26
3.10 Limitations of Study .......................................................................................................... 27

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3.11 Ethical Considerations....................................................................................................... 28
Chapter – 4 Data Analysis ............................................................................................................ 29
Chapter – 5 Conclusions and Recommendation ........................................................................... 40
Chapter 6 - Reflective Statement .................................................................................................. 47

Figure 1: Factors influencing consumer behavior ........................................................................ 15
Figure 2: The Black Box Model ................................................................................................... 17

Chapter -1 Introduction
“The fact of buying changes the dynamics of relationship and purchasing motives indicates
a customer to buy a product or service. There is a motive of buying behind every purchase. The
modern concept of marketing considers the consumers as the king or supreme factor that is
dedicated towards their contentment and to delight the customers is the main mission of business”
(Mcnurlin, 2003).
It is essential to analyze the marketing environment and behaviors of consumer as every
human being differs in terms of age, sex, culture, education, occupation, religion, income and
nationality. These attributes makes the needs of consumers also diverse and purchase decision is
made according to the requirements. Understanding consumer behavior is essential for
organizations to design marketing strategies and achieve a competitive position in the market. In
today’s changing world where technology is developing at swift pace the tastes and demands of
customers are also changing in a gigantic manner (Blythe, 2013). Here, in order to fulfill the
anticipation of customers it is important that latest consumer trends and tastes are being analyzed
and accordingly products and services are offered.
Consumer behavior provides valuable suggestions and guidelines to marketers on novel
technological factors that they need to explore. In order to recognize and comprehend about the
probable customers and their purchasing behavior an organization must undertake and rely on
concept of marketing that will aid in taking necessary steps to consistently keep in touch with

buyers and know about their requirements and expectation from a product or service. The behavior
of consumers are affected a range of factors that mainly depends upon characteristics, attitude,
values, needs, economic and cultural background like sex, age and status. The combined impacts
of these factors have influence on purchase decision and behavior of buyers (Tyagi, 2004).
Consumer behavior have outcome from environmental and individual impact to attain an ideal
self-image to safeguard the own image which they want to acquire and individuals control the
behavior of purchasing.
Understanding about consumer behavior starts with the study of customers purchasing
process, it is a five step activity that begins with recognition of need which ultimately leads into
information search and when information is achieved from numerous sources, the next step begins
is to evaluate and intent where in buyers assess various parameters of the goods and services
(Koufaris and et. al., 2002). These steps lead into purchase decision where in it is converted into
actual buying of goods and services. The final steps comes is assessment of post purchase behavior
of consumers, it is undertaken to see if they are satisfied with goods and services received and
whether recommends other probable customers to make repetitive purchase decision. It is crucial
to assess because if a customer is not contended with purchase a bad word of mouth could follow
by consumers and may seek in for substitute product or service (Brand Strategy, 2012).
Buyers utilize different brands as confirmation that depicts performance of a product rather
than acquiring themselves in search of information to assess between two different brands. Many
of the consumers use different brands as an indication to make their own purchase decision. In the
past several years a tremendous shift has been observed from local to national brands in all around
the world (Hiatt, 2006). A tremendous move has been observed in purchasing of apparels and
shoes which has become a trend among people who belong to different age groups, cultural
background and genders. Due to advent of several brands in the apparel and shoe industry,
consumers are making purchase decision with careful analysis.
It has been seen that many of the brands are moving towards internationalization of their
operations in several different countries (Kotler and Pfoertsch, 2006). A transformation has been
observed in the consumer buying behavior of this industry because of cut throat competition
present in the marketplace. In cloths and shoes both have to face intense amount of competition
and large number of top level national and global brands have entered in to this market. Every
brand is known for its distinguished features and extra ordinary craftsmanship with high range of

quality and premium price (Brinkmann, 2004). Whereas, there are other brands in which charges
an increased amount but quality is not similar. There has been drastic amount of change observed
in Indian consumers mainly in their spending habits. Nowadays, consumers are giving much of
significance to their life pleasure and educating their children (George, 2010). Customers of India
have changed their mindset and now needs global and branded products in their routine lifestyle.
The present research report has been designed to assess the consumer behavior of India, in which
focus is given to evaluate the effect of brands on Indian buyer’s mindset mainly after entrance of
European apparel and shoes brand in India and its impact on customers.
Chapter 1: Introduction – This section of the survey presents a deep insight in the area of study
and it covers the main outline of research which includes focus and purpose, framework and the
significance of this research in other areas.
Chapter 2: Literature Review – This chapter gives importance on assessment of previous work
done and reviews different authors and researchers views on related topic. It mainly informs about
consumer behavior and the changing trend in Indian buyers behavior. In this context numerous
academic and scholarly journals, books, online materials and articles have been evaluated to
arrange this art of report. Literature review has importance as it helps to comprehend the diverse
perspective of various authors and assess the gap in their path.

Chapter 3: Research Methodology – It reflects about different methodologies that have been
enforced to acquire information and evaluate the data. It involves formulation of research question,
aims and objectives, data collection and analysis method and limitation and ethical considerations
of the study.
Chapter 4: Data Analysis & Findings – This section of the research has been designed to assess
the collected primary data and mainly includes assessment of results so that valid conclusion can
be formulated.
Chapter 5: Conclusions & Recommendations – It is the last chapter of report that includes the
entire reports outcomes and draws out findings of research with adequate recommendations for
further enhancement in the area of research.
1.3 Focus and purpose of research
Focus
The aim of current research is to analyze the buying behavior of Indian customers and how
European footwear and apparel brands influence their behavior for buying decisions. The main
motive of this research report is to assess consumer behavior and changes that has been observed
among Indian consumers. It will give attention to evaluate the impact of European apparel and
footwear brands in Indian market and buyers.
Objectives;
 To understand the buying behavior of Indian consumers.
 To classify the reason behind switching from local brands to international brands.
 To identify the key features perceived to be superior in International brands.
 To comprehend the popularity of European shoes and clothing brands among Indian
consumers.

Purpose
There are several studies that have been undertaken in the area of consumer behavior. The
significance of consumer behavior mainly in terms of adequately developing and interpreting the
behavior which is crucial for the success of an organization. Ultimately the way consumers behave
is associated with selection of products and services for buying has a massive impact on buyer’s
perception (Hoyer and et. al., 2008). There are numerous aspects that should be given due
importance when assessing the role and importance of consumer behavior. The value of consumer
behavior is also important when it comes to foresee the needs and wants of any consumer.
1.5 Framework and analysis
This part of the research report mainly gives in direction about the series and form in which
research will be undertaken. The division of framework of the report provides detailed information
about the different strategies and method that has been implemented to accomplish the research. It
fundamentally depicts the exact framework of numerous approaches of research that has been used
in the study and defines the associated techniques of research (Johnson and Christensen, 2010).
The main importance of this part is substantial as the validity of research will be analyzed with the
help of it. Here, in below mentioned are the points through which research will be undertaken in
present research report;

Research Design – This section covers all the method and process that has been implemented
to accomplish a research. Research design is mainly of two types i.e. descriptive and exploratory.
In the present research report, exploratory design has been used as the main attention will be
offered to assess the exact factors influencing consumer behavior in India.
Research Philosophy – It aids in researcher to identify a specific set of pattern for
investigation. Here, in both the methods i.e. interpretivism and positivism has been used to acquire
a meaningful outcome form the survey.
Sampling Technique – In the present study sample will be selected through stratified sampling
method, in which technique will be applied to select a sample that can give information about
entire sample. Here, in a total of 50 samples would be selected of Indian consumers who shop for
branded products. The respondents will be selected from Mumbai and Delhi through strata and it
will be comprised up of both elite class and upper middle class people. In the study two strata from
both the classes of Delhi and Mumbai will be chosen.
Data Analysis Technique – The acquired data would be analyzed with the help of qualitative
methods, here in thematic analysis will be selected as it will aid in depicting the exact responses
for every question in a detailed manner.

1.6 Potential significance of research
The current research report has major significance in both the areas i.e. academic and
practical research area. The existing theories in consumer behavior are implemented here in to
assess the market trend in India and its impact on consumers purchase decision. Development in
technologies and communication system has assisted many of the corporation to enter into the
global market and have built a link between markets through information flow (Lehmann and
Keller, 2006). This kind of trend in market aids in to enhance the global operations and enhance
the requirement of time and efficiently deal with international competition.
As, many of the corporations enter into the global market, branding plays a important role
in framing up of entire marketing strategy. Consumer’s uses brands as proof to assess the
performance of product in spite of getting them included in search of information to decide
between two branded products (Bruce and Daly, 2006). Many of the buyers use brands as a sign
to make effective purchase decision and a vast amount of shift has been observed in India where
in consumers today mostly prefer branded global products to fulfill their requirements. Hence, this
research will add on massively to the existing literature and will aid in to assess the differences
and point of similarity between actual process and reviews of author.
The present research reports also have importance in practical situation as companies are
giving much amount of attention to globalize their brands and assess behavior of Indian consumers.
Therefore, this study is aimed towards highlighting the main base of knowledge and will also help
in development of marketing strategies in organizations through sustainable development of
organization.

Chapter - 2 Literature Review
2.1 Introduction
Literature review section provides wisdom for a precise study that is required to be
undertaken and it focuses on evaluating the previously published articles and scholarly journals in
the area of study. It is mainly a step which is conducted in the initial period of research that shows
the analysis and provides outline of the survey with different literary sources. In this research
report aim is to assess the impact of European footwear and apparel brands in the Indian market.
The Indian economy has been rising with a developing disposable income which has
ultimately led to increase in aspiration of customers and have offered an easy access to buyers
finance offering a source to attain the objectives and requirements of market. Many of the changes
can be observed in the behavior of Indian consumers and market has grown gigantically by
providing ample of opportunities to various brands. In this context here in a detailed secondary
analysis has been undertaken in which diverse areas of Indian consumer behavior and factors
influencing it will be studies and further more research would be made to assess the impact of
European shoe and apparel brands in the Indian market.

2.2 Consumer behavior meaning
Consumer behavior is the study of individuals, groups or various organizations and the
process they utilize to select, safeguard and dispose of goods, ideas, services or experiences to
fulfill the requirements and the effect that these processes have on the customer and society.
Consumer behavior of every individual is diverse form others that depends on choice of purchase
that is influenced by purchasing habits and selections that are in turn altered by different
psychological and social drives that effect buying decision process (Pal, 2011). Consumer behavior
mainly focuses on assessing the ways how buyers make a purchase decision prior to spending their
resources, money, effort and time on consumption aligned with items.
According to Hoyer and Macinnis (2008) –“The totality of consumers decision with respect
to the attainment, expenditure and disposition of products and services, time and idea by different
human decision making units” (Shma, 2012). Consumer behavior is a process which is included
when groups or individuals select, buy or utilize and products and services to fulfill the desires and
needs. It includes more than just simply purchase of any goods or services and it also reflects how
the buyers decide and purchase to undertake a specific functions. An analysis of buying behavior
provides in an ability to make better decisions and assists customers to make effectual decisions.
Consumer behavior mainly focuses on how does individuals makes decision to spend their
valuable resources for consumption of any related items.
It has been defined by author Schiffman (2007) – “The behavior that buyer’s shows in
searching for purchasing, utilizing, analyzing and disposing of goods and service that they
anticipate will fulfill their requirements” (Blackwell and et. al., 2006). Buyer behavior includes
what they purchase, why they buy it, where they buy it and how often buy it and how they assess
after purchase of any products or services. Customers are the main key to any business because
ultimately every goods and services reach to them and it is only customers who can accept or
refuse the product. Therefore, it can be stated that buyer are the main reason for failure or success
of any corporation and it also becomes essential to comprehend about the buying behavior to
efficiently grow any business. This concept always differs from several reasons i.e. age, sex,
location or country. Various customers in diverse nations have different behavior and perception
to look upon particular thing. Especially in a country like India where there are different cultures
and the customers are not too much broad in their way of thinking (Global Luxury Apparel

Retailers Eyeing Indian Markets, 2009). Here, in customers of every state have different thinking
because of the cultural and environmental influence.
It has been found from many of the researches that there has been considerable amount of
change observed in the way Indian consumers are spending their money on different products.
With a rise in social media and internet the purchasing behavior of Indian customers have changed
dramatically. Many of the states in India have seen urbanization and it is ultimately influencing
the purchase decision and life style of customers. Indian consumers are seen as inclined towards
high degree of value orientation and are a profitable market with huge market opportunities even
for costly goods (Sharma, 2011). Consumer behavior in India is observed to be changed a lot and
is presently mostly influenced by celebrity, freebies, foreign brands, online shopping and demand
suit the tastes of customers better. Not only it is critical to producers but also for mediators included
to transfer any product to the actual end users. Hence, assessing the consumer behavior aids in to
recognize the crucial points and also shows the positive impact of business. it is a significant theory
that mainly intends to enhance the marketing strategies and also helps in to comprehend about the
buyer behavior that marketers try in to understand the way consumer feels (Olufisayo, 2013).
Consumer behavior plays an essential role in the success of any business and there are
various dynamics that are included in it like family values, cultural issues and decision making
process of customers. It also has special consideration on several special occasions that marketers
look in to highlight their particular product in a special way and influence buyers to purchase their

products. It has huge importance in the area of marketing and for success of any business
corporation. In this context some of the importance of this concept are as mentioned below;
 An analysis of consumer behavior aids in marketers to take essential decisions with respect
to designing of probable strategies and assists them to evaluate the type of promotional
offers or marketing campaigns need to be undertaken.
 It also helps in to analyze whether marketer should rely on similar product or extend the
product portfolio or launch any new product in the market.
 It also aids an organization to re-establish corporate polices or take particular action in
order to redesign the mission of statement of an organization.
 Consumer behaviors also have probable impact on the online market and social networks
that aids in companies to target a particular set of consumers.
 It gives in customers a separate nation of diverse faces with good and bad attributes.
 A study of buyer behavior aids in to schedule the events for future.
India is presently having youngest population and there are lots of various young people in
diverse income segment and locations who are having impact on the way of spending. The most
challenging concept in marketing is to manage and deal with changing behavior of buyers. The
attitudes of Indian consumers have undergone a major transformation over several years. The
customers of India today want to live a life which is full of luxury and comfort. The Indian middle
class sector has offered a great boost to the buyer culture during in the recent time period and it is
believed that their behavior will consistently change in the coming future (Factors influencing the
behaviour of buyers, 2013).
Due to the rapid growth of service sector income of people in India is also increasing, it is
rising due to the fact that people are swiftly shifting towards service sector and growth prospects
are comparatively high. The preferences and tastes of present generation are changing swiftly and
the customers of India today does not hesitate pay extra for better brands and facilities. Customers
of India have become very much brand conscious and it has ultimately given rise to luxury products
in India and many of the foreign brands have Indian market in current time period. The main reason
behind this is that the purchasing power of customers in this nation is increasing and buyers are
very much familiar with brands and does not hesitate to pay an increased amount for a quality
product.

2.4 Significance of European brands on Indian buying behavior
The Indian consumer market is facing an increased disposable income with the
development of modern urban lifestyles and a rise in awareness among buyers has also contributed
heavily in transforming the buying behavior in the Indian market. According to a report by
provided by Mckinsey & Co. 2007 India is all set to rise into fifth largest consumer market in the
global world by 2025. These demographic movements have brought in ample of opportunity for
several foreign brands in the Indian market. In the present time period many of the European
Customers of India have well developed a lifestyle that has emerged from the changing
attitude and mind set of people. With an exposure to western influence and a need for self-pleasure.
Increasing awareness about fashion and the desire to be seen as in vogue has led to the instant
growth of apparel clothing category. Many brand conscious customers behave initially with a
restricted to different men’s apparel with swift urbanization has now brought in women’s clothing
line as well. There consistent shift from traditional buy and stitch to readymade wear for comfort
and larger selection have added the increase in purchase through diverse departmental stores
(Shma, 2012).
This segment is considered to be the originator of modern departmental sector and in has
witnessed many of the producers into several front end retailing. Over the years many of the brands
has not only re-associated their product offerings but also have moved ahead to provide additional
value added services to customers. The policy of foreign direct investment has allowed 51%
investment in single brand and has experienced a rapid development with critical success factors

that would provide affordable and accessible fashion brands in order to keep consumers involved
in business (Footwear industry takes a brisk walk, 2009).
In this aspect one of the other sectors that have been exclusively developed is the Indian
footwear industry. This sector have turnover of around 9500 Crores and is increasingly dominated
by men’s footwear and is anticipated to grow at a rate of 20% in upcoming years. Initially it was
a highly unorganized sector but now has been developed with an emerging organized retail
industry. The trend has entirely been changed and with changing lifestyle and increasing brand
consciousness in urban population has offered ample of opportunities to grow. However the trend
has entirely been changed presently and the increased brand awareness has provided ample amount
of space to international footwear brands to enter into the Indian market. Many of the European
brands have entered into the Indian market through franchise opportunities to aspire entrepreneurs
(Kala, 2012).
Earlier footwear industry has been rising and it was previously dominated by Liberty and
Bata, however today many of the international brands like Lee Cooper, Adidas, Reebok and Nike
have made a remarkable presence in the Indian footwear industry. In this context many of the
European brands like Woodland, Lee Cooper, Puma, Adidas, Reebok and Staccato have made
their presence in Indian market through franchise mode (Indian footwear market has large
potential, 2011). There are numerous foreign brands that are introducing their products in Indian
market and are performing in an effective manner.
The apparel market in India is growing rapidly in the recent years. Rising urbanization and
rapid growth has introduced a new class of customers. These customers have passion for fashion
and so they are ready to spend more money on apparels and shoes. As a result, there is a great
opportunity for the foreign and European players to invest in Indian markets. India is the second
largest retail category in apparels after food and groceries, which represents approximately 10%
of the total market. Many of the European brands such as Olymp, Barker, Bugatti and Ted Baker
have set customers in India (India’s fast-growing apparel market, 2010).
Comparison between European and Indian brands
European and Indian clothing and footwear brands have become popular all over the world.
Among the world’s top designers, some come from Europe. These include Armani, Louis Vuitton
etc. Higher end clothing such as evening gowns, formal wear, tuxedos and some casual clothes
such as jeans, t-shirt are also included in these brands. India is also not lacking behind from Europe.

Unique traditional collection of clothing in India includes saris, lehangas, salwar kameez and
ghagra cholis for women and Kurtz, dhoti and lungi for men. Brands which operates in India deals
with these type of clothing and so there huge market is limited to India only. Some of the Indian
brands include Ritu Bari’s authentic Indian designs, Rohit Bal’s bridal collection, Satya Paul’s
ethnic wear for women, Manish Arora’s unique designer clothes and Sabyasachi’s famous
traditional Indian designs. Some of the top shoe brands in India include Bata, Liberty, Reliance
Footprint etc (Top Shoe Brands in India, 2010).
2.5 Factors influencing purchase decision of Indian consumers
Consumer behavior is a particular undertaking that depicts the attitude of customers towards a
product. It reflects the likeness of buyers towards any product or service. It plays a crucial role in
the accomplishment of organizational goals. A corporation’s success mainly depends on the
customer’s perception and positive behavior. In present time period many of the global companies
exactly relies on the concept that a buyer must be fully contended (Consumer buying behavior is
changing with Internet penetration, 2012).
To achieve the satisfaction of customers many of the corporations are undertaking research
and development on the products and from this they acquire a true image about the products and
services in the market. The companies further develop and enhance existing product in the basis of
customer’s feedback and attitude that brings in change in the goods accordingly. Consumer
behavior covers every aspect of purchase, usefulness and disposal of goods and services (Consumer

Buying Behaviour in the Recession: Global Online Survey, 2012). Every organization is considered
within the framework of customers and inability to understand about behavior of buyers could
provide harmful result for an organization.
The buying behaviors of customers are influenced by an individual’s own personality traits
and it does not remains the same but alters from within the life span. The income level of an
individual also plays a crucial in determining about the consumer behavior. Other than this purchase
decision is also influenced by other factors like learning, beliefs, motivation and attitude. These
factors influence the psychological level and aid in to determine the overall buying behavior. In
this context marketers need to give attention on analyzing the perception of customers about a brand
rather that actual presentation of goods. There are various factors that affect the consumer buying
behavior some of them are as mentioned below;
Figure 1: Factors influencing consumer behavior
(Source: Charan, 2012).
Cultural factors – It has a significant effect on customers buying behavior and it is one of the
most basic reasons behind an individual’s wants and behavior. Every individual learn the basic
values, attitude and wants from the family and other significant groups. Every group or society has
a prevailing culture and it plays a major role in buying behavior that could differ from nation to
nation. While promoting any product the common culture prevailing in the area must be kept in
mind because failure to this could lead into ineffective marketing issues (Hoyer and Maclnnis,
2008).
Social factors – A consumers buying behavior is also influenced by many social factors such
as the groups to which the buyer belongs and societal status. Every culture has sub-culture and a
group of people that shares similar values. It includes many factors within that ultimately influence

on it like reference groups, family members and role and status. Family is one of the most significant
factor and influences in the consumer buying behavior (Social factors affecting consumer buyer
behavior, 2013). An individual belongs to many groups and have a role in the society that includes
clubs, organizations and family. The purchase decision is also influenced by several factors and
consists of activities of people.
Personal factors – It is an important factor and influences massively in the consumer decision
making process. Personal factors include diverse traits like occupation, age, lifestyle, personality,
economic condition and self concept of a buyer. It has been found that the nature of an individual’s
job has a direct impact on the goods and brands that a customer prefers to purchase.
Psychological factors – It involves distinguished factors within it like perception, motivation,
Indian buyers are also associated with principles of care, affection and nurturing, goods and
services which express feelings and emotions gel up easily with Indian consumers. Over the time
period as an outcome of increased literacy rate in the nation and exposure to western countries there
has been significant amount of increased consumer awareness among Indians. In present time more
and more customers are selective goods on the basis of quality and brand of products and services
(Assael, 2005). This awareness has made Indian customers to seek in for more consistent and
reliable sources to purchase products that have a increased brand equity and where in accountability
is more pronounced.

A change has been observed in Indian consumers buying behavior because today customers
also prefer to purchase from a place where their feedback is more valued. The buyers are now more
discerning, well acquainted with technology and try to rely on goods that come from a trusted brand.
Indian consumers are very much pricing sensitive and like to purchase products that provide value
for money to them.
2.6 Consumer behavior models
Consumer behavior models are essential tool that organizations utilize to understand about the
buyers attitude and factors that aid in making purchase decision. Consumer behavior model aids in
management to make right things for right people by associating with behavior showed by people
coming in contact with the purchase point (BCI: Top European brand shares sustainability strategies
with global suppliers, 2013). In order to measure the effectiveness of marketing strategies and
further plans to achieve a competitive advantage in the market in respect to have a consumer
behavior model that is going to aid.
Consumer behavior model aids in to define about customers how they make purchase decisions
and what all factors they use and dispose of the purchase of goods or services. The significance of
consumer behavior for a marketer is an essential process during the point of decision making and a
marketer needs to assess the way buyers behave and capable of selling their products that can
generate profitability and also be able to contend the consumer behavior through which success can
be attained. In this context that vividly expresses the consumer behavior is the black box model.
Figure 2: The Black Box Model
(Source: Khullar, 2013).
The black box model reflects the interaction of stimuli, attributes of consumers, decision
making process and response of buyers. It can be differentiated between interpersonal or

intrapersonal stimuli. In this model the stimulus for marketing are adequately planned and
processed by organizations whereas, the external environmental factors are provided by diverse
economical, social, political and cultural situations of a society (Ramesh, 2008). This model
includes characteristics of consumers, decision making process that exactly defines the response of
buyers.
Black box model considers the response of buyers as an outcome of consciousness and
decisions in which it is perceived that customers have identified the issue. The adequate internal
psychological process that is aligned with information search is perception that expresses the
behavior an individual represents in order to build a meaningful image of the world. The black box
model of buyer behavior recognizes the entire process in which buyers will undertake when
undertaking a decision to purchase any goods or services. The first part of black box model
represents how buyers will start in by assessing the marketing stimuli that would be price, place,
 Puma: It is one of the world’s leading footwear, accessories, and apparels company. It
offers footwear in the ranges of men, sport, women, motorsport and lifestyle. Puma enjoys
a market share of 25-30 percent and is working to achieve a market share of 35-38 percent
by end of the year (Puma growth plans kick off in India, 2006).

 Adidas – Adidas has begun export functions from India and has 15 apparel contract
manufactures in the nation. The organization has also enhanced its retails stores from 325
to 450 as well as has been rising at an average rate of 30% every year. Moreover, Adidas
has 25 to 30 percent share of the branded sports shoes market in India (Adidas warms up
for growth sprint, 2013).
2.8 Consumer behavior trend in India
Buying behavior is the dynamic integration of affect and cognition that human beings
undertake the exchange of their lives. Many of the organizations are interested in analyzing the
behavior of buyers because through it they can develop efficient marketing strategies to put impact
in customers to buy their goods which is based on consumer assessment. The success of a firm’s
marketing strategy depends on the way customers react and finds out the main influencing factors
and buy products and services (Hawkins, 1998). By understanding about these factors in a better
manner, organizations can predict the way buyers will respond to diverse marketing strategies and
will provide assistance to compete in the market place.
Presently, India is having the youngest population among various countries and there are lots
of young people with diverse income segments and locations who spend accordingly. A recent
shift is observed in the Indian buying trend, where in consumption pattern is slowly affected due
to globalization. Indian consumers have become much of brand conscious and are spending much
on entertainment, consumer durables, lifestyle, apparels and other related products. Clothing,
footwear, entertainment and restaurant dining are major segments that have witnessed a maximum
increase in consumer spending. A recent study conducted by the National Council for Applied
Economic Research (NCAER) reflects that the great Indian middle class who is having an annual
household income of Rs. 90,000 is developing at a swift rate as compared to the lower income
group that states household income if people in India are rising. It has been estimated that as many
as 10 million people in this nation have an annual income of more than 10 Lakhs. This represents
an increased purchasing power of customers (Blackwell and et. al., 2006).
Indian consumers are considered as having high degree of value orientation and many of the
foreign brands have to make considerable amount of changes in their products and services prior
to enter into the Indian market. The manners in which Indian consumers are spending their money
on several different items have been changed in current time period and the actual share is
diminishing. Other products have acquired increased amount of significance over similar time

period (Agarwal, 2013). A stage of urbanization is taking place in India at a vivid pace and is
having major impact on the lifestyle and buying behavior of individuals. The working class is now
dependent more on fast and ready to eat meal, and prefers to save time through diverse methods
of shopping.
Indian consumers are now very much influenced with different European brands and prefer to
purchase apparels and footwear’s of European brands. The seller’s market is now moving towards
the buyer’s market and since the liberalization policy has been enforced in 1991 in India many
novel products offerings have entered into the Indian market and variety of goods have also been
enhanced especially European brands in India (Soloman, 2006). With changes in buyers behavior
many of the European and other brands are entering in the market of India and government policies
are also supporting it like the import license restrictions have been removed and tax and tariffs
have also been minimized and ultimately all this has led to an increased product varieties in India.
Indian buyers have always liked foreign products and with the introduction of liberalization
consumers have a selection of foreign goods with local products.

Chapter – 3 Research Methodology
3.1 Introduction
Research methodology section of a research report offers a foundation to accomplish a project.
The methods and techniques that is used during the survey are outlined in this part and mainly
considers the practical part of research with techniques, methodology and assessment of
accumulated data is represented in this section of report. Research is mainly a systematic manner
to collect information about a particular topic. It plays a very important role in any of the research
report as it defines the logic behind several steps undertaken and the methods used by researcher
(Bryman and Bell, 2007). This section brings in information about the research issue that had not
been studied till time period and also needs to define the reasons behind it.
Research methodology section presents in a theoretical base of representation that depicts a
basis for the interview to be undertaken and gives in a brief idea about diverse strategies and
methods of research that can be put into practice. This section is considered as the lifeline for entire
project report which is being undertaken on a particular issue. It is basically a planned and a
sequential analysis of learning about a specific issue and it also provides definition about the
research approach that is being utilized in the study. In the current research report numerous
processes have been used and are also explained in a detailed manner as the study of several
methods through which knowledge can be acquired (Johnson, 2012). The different tools used for
data collection, and assessment have been represented in this chapter.
Research methodology section helps in to diverse limitations and possibilities of the report as
well as it helps in to place the research with common traditional information system with prevailing
research. This particular part helps with in to collect the data within a specified set of diverse
reasons that can be practical and theoretical in approach. The main of this chapter is to assess in
different fundamental values that has not been recognized till date with a systematic process of
application. In every report this chapter defines in the primary information as it is a valuable part
that is based in the results achieved as well as it assists in evaluating the data with prevailing market
trend and knowledge about particular issues and analysis about competitors policies and plans.
This chapter reflects the systematic, chronological and arranged process to assess learning in
respect to precise topic. Research methodology involves many aspects such as methods of analysis
being adopted and also offers a supporting hand to position the research between existing survey
and traditional information system by essentially defining about various issues as well as

possibility of study. By completing about different probabilities and limitations if research this
part of the report presents in information in already relying system and also explores the hidden
facts and figures that has not been presented so far and assess different solutions for issues with
the help of systematic practice and functions (Research Methodology, n.d).
Here, in this context a research has been undertaken to analyze the impact of European clothing
and footwear brands in the Indian market. India offers a vast market opportunity for several brands
and in recent time period have been developed massively, in this manner it has been analyzed from
various secondary sources that buying behavior of Indian consumers have been changed
gigantically and in present time period prefers to buy branded foreign goods and services. Indian
market has experienced tremendous growth and changes in consumer behavior is also being
observed, all these has provided ample of opportunities to different European brands to flourish in
this market (Kimmel, 2009). Transformation has been seen in buying of apparels and footwear’s
in India where in customers wants to buy branded products.
 To understand the buying behavior of Indian consumers.
 To classify the reason behind switching from local brands to international brands.
 To identify the key features perceived to be superior in International brands.
 To comprehend the popularity of European shoes and clothing brands among Indian
consumers.

3.3 Research Philosophy
Research philosophy is an important part of research method that aids in to collect information
in a sequential manner and achieve the desired results. Research philosophy is a perspective which
has its foundation on the set of shared beliefs, concepts, practices and values. Philosophy basically
helps in researcher to acquire knowledge and undertake the entire process in the most effective
manner. It maintains the exact and appropriate functioning of research method which is being used
in survey and thus it plays a crucial role in the entire research process (Williams, 2011). It is mainly
divided into two main forms i.e. interpretivism and positivism. In order to collect a proper research
approach for the research, both of these philosophies are useful and play an important role.
In order to maintain a reliable process in the research then it is essential to assess in the pattern
of research with the help of proper research philosophy. It gives in an idea as well as a detailed
overview of diverse methods and information with respect to a particular area of study. The
different sort of information that is being acquired from a primary research is classified into two
major parts i.e. Interpretivism and Positivism. Positivism philosophy is being used when large
number of sample need to be studied and in this approach significance is given on the facts initially
and them a hypothesis is being designed and them evaluation is being undertaken. This method is
on familiar principles with positive facts as well as things that can be easily analyzed and
estimated. Here, in very less importance is given to values and beliefs (Walliman and Baiche,
2001).
In contrary to this interpretivism philosophy is more utilized in surveys that have smaller
samples and is being undertaken for a particular short duration. It gives more emphasis to create
in ideas by orientation of data. Here, in the present research report both the method has been used
in order to acquire a deep insight in the area of consumer behavior in Indian market. Both the
philosophies has aided in deriving an exact principle and values related to area of research.
3.4 Research Approach
An implementation of proper research approach enhances effectiveness of a research report
and is having importance to select in a particular issue as it will aid in researcher to choose the
most appropriate method for data accumulation. It is mainly of two types i.e. deductive and
inductive. Inductive approach is known for its empirical method and involves process of reasoning
from precise facts to general principles.

Inductive approach originates with accumulation of data that I followed by observation of
the information by making a vivid eye view to analyze the previously existing pattern. After this a
theory is being formulated under the area of assessment and it basically includes moving ahead
from one particular area to the general point. It is a bottom to top approach in which analysis and
research is firstly undertaken and then a problem is framed in on the basis of information acquired
(Garton, n.d). In contrast to this is the deductive approach in which hypothesis is designed and is
being tested lastly to evaluate the hypothesis. Inductive approach is a top to bottom approach and
the problem is being studied clearly. For the present study inductive approach has been used as it
helped in to firstly analyze the set pattern, activities, and diverse approaches and then assess the
acquired data.
3.5 Research Type
3.6 Sampling
In order to acquire a desired result and complete the research on a timely and convenient
manner, sampling is considered as the best tool to acquire the results. Sampling method aids in
save the useful time and efforts in a study which can be further used for some other beneficial and
essential aspects of the research. This method presents a range of methods to a researcher and plays
a major role in surveys (Gill and Johnson, 2002). One of the most significant processes in the
framework of research is used in sampling and is basically intended to select the best sample to

acquire primary data. Sampling is divided into two forms i.e. probabilistic and non-probabilistic
sampling.
A probabilistic sampling is one in which selection of every single unit is equal and includes
several methods within it like simple random, stratified, systematic, cluster and multi-stage
sampling. Whereas, non-probabilistic sampling involves techniques like convenience, snowball,
quota, judgment and purposive sampling. However, for the purpose of research it is needed from
researcher side to undertake several numbers of samples to be chosen. It is also significant to note
that selected sample for a study must not be too big as it will need much more time. On the other
hand it should not be too short as it will not able to depict the actual valid data.
In order to accumulate primary data, researcher makes a utilization of sampling approach,
different strategies are available in the sampling technique and hence it is separated into diverse
forms. Here, in this study sample is selected through stratified sampling method and a total of 50
samples is chosen Indian consumers who shop for branded products. The respondents are mainly
selected from Mumbai and Delhi through strata and it included both elite class and upper middle
class people.
3.7 Data Collection
There are mainly two methods used to collect a data i.e. secondary and primary. A
secondary data includes assessment of previously published articles and journals in the area of
research. This method has acquired much of importance as it includes the actual truth behind the
issues that has being raised and hence plays a major role in any study. The secondary method of
data accumulation is already manipulated and divided as compared to primary data. Whereas,
primary data is being accumulated with different techniques which is available to collect in data,
it mainly involves in diverse methods i.e. observation, interview, focus group and survey that
Primary research is significant is valuable in every study as it helps in to focus on the research area
with respect to the research in a reliable manner (Gill and Johnson, 2002). It essentially becomes
important in a study to involve primary research and aids in to reflect the actual data (Goddard
and Melville, 2004).
In this report both primary and secondary sources of data collection is being used to collect
the desired objectives. Primary data is acquired by using interview method and response of various
participants is evaluated during this point of time. The consumers are asked about their brand
preferences and how much they like to purchase European goods.

3.8 Data Analysis
After the research objectives have been attained, the next step here in is to assess the data.
It is a series of planned and arranged evaluation of raw form of data and it aids in to determine the
actual outcome of research. To collect a significant information and wisdom about responses
numerous methods are used to collect data. This section is mainly helpful in converting the data in
a required format and provides in a supporting hand to analyze result of study (Sukamolson, n.d).
Results achieved from various sections are compiled together in this part that in turn gives vivid
image of data.
Data analysis has been arranged in a systematic manner in order to review any data that
represents in the actual outcomes of research. Various techniques are being enforced in to analyze
the acquired in data that majorly relies on the kind of study being accomplished. Primarily two
types i.e. quantitative and qualitative assessment are being used in a research. There are several
things that need to be given due amount of attention and the most significant of them is quality of
In every report main focus is being given on every aspect of research that has been
accomplished in a prominent manner. In this respect here it is being given attention that one of the
significant elements of research that must be relevant in order to assure that various factors of exact
correctness of survey have been maintained so that the aims and objective can be attained.
Research reliability part aids in eradication of variations and divergence in outcomes to the level
of research replica. In this context the study has been designed in a manner so that the most suitable
result can be acquired in and the different issues that can impact on the research when study will
be undertaken.

Here, in researcher has given attention to identify the most appropriate response free from
any kind of personal interferences (Oliver, 2008). A prominent time period is set to accomplish
the research that adequately aligns in with the comfort zone of every respondent. The research is
being accomplished in a manner that researcher can identify factors on any of the issues and all
outcomes from validity and reliability is being maintained that assists in eradication of differences
in the fundamental effects.
The exactness and accuracy of outcomes acquired is analyzed by taking assistance from
validity. It always gives increased amount of attention to validate the data in order to assess the
end results. It has been observed that many a time’s outcomes of a research are hindered due to
absence of proper understanding and lack of wisdom of respondents in the area of research. In this
respect here in the research focus has been given to do not put in unwanted pressure on the
respondents. The session of interview is also designed in a simple and uncomplicated manner so
that important information could be acquired without any difficulty.
3.10 Limitations of Study
While undertaking the study some of the constraints were faced related to accomplishment
of research, as none of the survey is free from any kind of inherent limitations and some of them
for current study are as mentioned below;
 The researcher has used secondary source of data collection and therefore there is
possibility of immaterial information and the perception of different authors may contradict
to each other.
 The outcomes of study cannot be made universal as it is undertaken in a particular area and
is associated with a specific topic.
 In the study time is also a limitation and therefore there is a chance that reliability gets
influenced as some of the areas of research needs exclusive research (Miles and Huberman,
1994).
 Interview method has been used which is a time consuming process as undertaking face to
face interview is a bit lengthy process and information from respondents will require a
crucial analysis.

 In the report thematic analysis has been used to assess the data through face to face
interview this requires a strong skill of judgment and is definitely a subjective method that
consists of issues that can make a vivid effect on actual results.
3.11 Ethical Considerations
A study cannot be accomplished efficiently as it includes participation of human beings
and other topics in the research process. When they are aligned together and get included in process
of research several complex issues arises and it is mainly included in the area of political, legal,
social, ethical and several other attributes. It can be managed in a better way implementing ethical
factors (Oliver, 2008). Ethics in a research mainly focuses on to analyze the correctness and
wrongness of study and work in respect to group, individual or society.

Chapter – 4 Data Analysis
Data analysis section is used to alter, amend and enhance certain information with an
attitude to reach up to certain point and acquire a conclusion for a specific issue. Data analysis can
be undertaken in various methods according to the need of different verticals. In a study data
analysis chapter provides in assistance to form a conclusion and simple represents the part which
is important for survey that will be understatement where there no research exists. It reflects the
wide ranging summary of every result acquired from the primary research that has been
accomplished with specific aims and objectives. There are many ways available to accumulate
data that mainly depends on research methodology which will present the most appropriate
outcomes.
In this part researcher needs to evaluate the most perfect method with the help of which
most prominent information can be attained. Data analysis provides in a vivid image of study and
is represented in two different forms i.e. qualitative and quantitative. This section is one of the
most important sections that analyze the way actual end result could be acquired. In this research
report both secondary as well as primary analysis has been undertaken in a detailed manners.
Secondary assessment has assisted in acquiring a deep insight in the area of consumer behavior
and how it has been changed over the time period. Here, in main focus is given to identify the
influence of European brands on Indian consumer behavior. The primary research is undertaken
among customers of Delhi and Mumbai who mainly purchases branded apparels and footwear’s.
These respondents are selected on random basis and they have been interviewed in various malls
and branded stores that keeps branded European clothing and footwear.
During the interview focus was given that responses that are received are unbiased and
valid in nature. Respondents were provided ample amount of time during face to face interview
and the main reasons behind opting for European brands were also asked. The response acquired
has aided in attaining reliable information in the area of research and this has been further analyzed
below with the help of thematic analysis.
Thematic analysis is the usual practice which is mainly accomplished in a qualitative study
that mainly includes investigation of data that aids in deriving information in the area of research.
Thematic analysis is a cluster of associated segment that provides related meaning and generally
represents with the help of inductive evaluation process that defines the outcomes of research in a
qualitative form.

The analysis of present study has been accomplished with the help of mentioned steps;
 Manage the data for assessment.
 Evaluate the text and arrange important points of interest.
 Sorting out items of interest into diverse proto themes.
 Plan the sequential form of every theme.
 Describe every theme in a detailed manner.
Theme 1 – Prefers quality products
When the respondents were asked what they mostly look in for products especially in
apparel and footwear’s, on this most of them replied that they prefer to have a quality product and
definitely goes for branded products. The acquired responses depict an idea that customers are
ready to pay an increased value for some of the goods, but prefer to have good quality products.
Findings- The assessment shows that Indian consumer market has been changed a lot and
with an enhanced development of urban modern lifestyle, people are becoming aware about the
brands and have been changed a lot. In preset time period where in many foreign brands have
entered in the Indian market people are becoming much acquainted with western culture and looks
in for quality in the goods. Other than this the income level of middle and upper class of India have

been increased a lot and there is a development of positive attitude among Indian buyers that buyers
are now open minded and wants to try various kinds of products.
Theme 2 – Mostly shop on weekends
The response attained from the interview shows that most of the customers prefers to go
for shopping on weekends. It reflects that as the service sector of India is rising and people are
having an increased income but less time, hence makes in purchase decision on weekends.
Consumers mostly want to buy goods from shopping malls, as it becomes easy for them to analyze
various brands at a single place and make effective purchase decision.
Findings – The data acquired from research shows the changing trend of Indian buying
behavior, were in people mostly wants to shop on weekends and branded products are the first and
main choice. It also depicts that consumers of India in present time are living a well developed
lifestyle and with an exposure to western culture are very much familiar with international goods
and have become highly sensitive while making purchase for clothing or footwear’s. There
consistent shift from traditional buy and stitch to readymade wear for comfort and larger selection
have added the increase in purchase through diverse departmental stores. The data acquired in
assists in evaluating the trend in consumer buying behavior.
It is crucial for marketers to understand the consumer buying behavior as it helps them to
study in the way individuals, organizations and groups purchase, select and dispose of any products
or services. This analysis also gives in information about customers experience and idea that
fulfills their needs and requirements. Here, in marketers need to analyze and develop an
understanding about the manner consumer makes in purchase decisions so that they can position
their production facility in a particular group of people. Any of the corporation needs to give
emphasis on diverse factors that impact on the consumer buying behavior prior to undertake any
strategic decision. Many factors influence on the customer purchase decisions that are cultural,
social, psychological and personal factors.
Theme 3 – Key factor in selecting apparels or footwear is brand
When respondents were asked that what is the main feature which they look in while
purchasing clothing or shoes, on this majority of them replied that they firstly look in for branded
items. The response depicts that people have become very much familiar with branded products
and wants to own it even for an increased price. Many of the international product especially

European brands have entered into the market of India and there are range of options available in
the market for buyers.
Findings – The analysis states that India is experiencing vast amount of changes in the
buying behavior and one of the reason behind this is that this nation is having maximum of youth
population. There are many young people working in diverse service sector and earning good
income, this has resulted into an increase in purchasing power and youth mainly wants to try the
latest trend of global market. The perception and attitude of Indian buyers have been changed with
advent of globalization and has given a great boost to the consumer culture in current time period.
People mostly prefers to buy branded products that are from outside the country as they find these
products with immense amount of latest style features with prominent quality.
Theme 4 – Purchase decision is mainly influenced by personal and social factors
The results acquired from the interview states that purchase decision of consumers in India
are influenced due to several factors. The respondents agree with the fact that they mainly make
purchase decision according to their own personal considerations as well as the societal factors
where in they are living. The analysis depicts that as consumers are approaching for foreign or
European brands to have clothes and footwear’s but give due amount of significance to personal

Findings – This responses exactly aligns with the secondary information were in it has been
stated by several authors that consumers buying decision is influenced with different internal and
external factors. It has been found from the primary research that buying behavior of customers is
effected by many of the social factors to which a consumer belongs with societal status. Social
factor many attributes within it like family members, reference groups and status of a buyer. The
trend has entirely been changed and with changing lifestyle and increasing brand consciousness in
urban population has offered ample of opportunities to grow. A customer lives in a society where
in is involved in various clubs, organizations and official status, all these plays crucial role in
buying decision of consumers. Buyers also gives importance to personal factors because it includes
an individual’s lifestyle, age, financial condition, own concept of fashion. All these have a direct
impact on consumer buying decision in India.
Theme 5 – Prefers to buy branded products due to quality
When the respondents were asked the reason behind opting for branded products especially
European products for clothing and footwear, on this most of them replied that find these brands
having utmost quality. It has been observed from the responses that customers mostly like to
international products as they find it of effective quality and buyers mostly like to own it. It can be
stated here in that as consumer’s tastes and preferences are changing with time in India buyers are
switching more towards goods mainly due to product quality.
Findings – It has been found that attitude of buyers have been changed in India and are
ready to pay an additional value for a branded products. The achievement of any business
32%
48%
20%
Reasons to buy branded products
Price Quality Color and Material

corporation mainly depends on the manner of end buyers and it mainly depends on the products
and services. The above diagram states in that most of the customers prefer to buy in branded
products due to optimum quality of goods. It aids in consumers to comprehend which of the goods
is accepted in market which additionally adds in that needs transformation in order to suit the
requirements that prefers the needs and it is only critical to producers but also for involved in
transformation for the actual end users. Therefore, assessment of consumer behavior helps in to
identify the important points that show a positive impact on accumulation of positive outcomes.
The results depicted that buyers like to purchase branded goods for effective quality and they find
mainly international brands of good quality.
The acquired data from primary research states in that in order to survive in the market an
organization must be consistently develop its products and services to better understand the latest
tastes and needs of customers. In this case it would be extremely useful in to utilize in the available
market opportunities in order to meet the challenges that the diverse Indian market offers. For
marketers it is significant to comprehend about consumer buying behavior as it is essential for
marketers to better understand and shape in the fortune of their corporations. It is vital to regulate
the consumption of products and services and thereby maintain in economic and political stability
in the market.
friendly goods that are mainly inclined towards health, fitness and hygiene. In this context it has
been stated in that by bringing in new product in the market an organization needs to develop in

specific target for the business development stage and management can invest in and promote the
products and services.
Findings – The responses acquired from the interview truly depicts the changing consumer
behavior of India and as many people are becoming self-conscious about their own looks and styles
wants to own branded products for it. The diagram above states in that people mostly prefers in
purchase European brands due to its better durability. The changing consumer behavior is the
dynamic involvement off impact and cognition that mostly human beings have in order to
exchange their lives. In this respect many of the European brands are moving towards Indian
market and have designed effective marketing strategies to have an impact on buyers to purchase
their goods. It has been observed that in this area many of the corporations are very much
successful in acquiring maximum number of customer’s satisfaction and successful marketing
strategies have additionally aided in having a deep understanding about diverse factors that mainly
influences consumers in India to make purchase decisions and it becomes easy to predict about the
probable trend in market.
Theme 7 – Branding aids in acquiring much of customer satisfaction
When respondents were asked that how much they consider name while purchasing any
clothing line or shoe, on this most of them replied that they prefer on the first basis is the brand
name. It has been found that consumers mainly like to purchase branded goods due to quality and
enhanced image in the market. Brand name is an influencing factor in making purchase decision
and most of the people seek in for clothes or kind of shoes which is in the latest trend and have a
0
5
10
15
20
Durability Price Brand Image Others
Reasons to purchase European
Brands

strong brand image in the external market. Buyers in India have become conscious and many of
the products are just being sold due to its name and goodwill in the market, this act as a competitive
advantage for the company.
Branding helps in to achieve in customer loyalty for business for longer duration, as it is
one of the most important factor in any business, because consumer is the most important person
and the entire operations of any organization revolves around the consumer. Therefore, while
undertaking any strategy in the company it is essential for any company to acquire a deep
and through this international corporations can help in to recognize about the target market and
other strategies used by competitors. The diagram states in that customer are inclined towards these
because of strong brand image. Brand name, logo, sign, tag lines and symbols help in to catch the
attention of customers and buyers become strongly associated with by just hearing about the name
or tag line. The results derived in also reflects in that a study of consumer behavior also helps in
to design the optimal product or service for consumers and define in where the goods or services
should be made available that would be convenient for buyers. It also helps in to assess to assess
the price that consumers will give up during the purchase of any product or service and accordingly

best suitable method for promotion of any product could be selected to derive in meaningful
information about the changing consumer behavior and achieve in the organizational goals.
Development of a strong brand image needs an efficient marketing process and it can aid in most
of the time to design and establish a long run image in the market. The market of India has been
changed and buying behavior also, consumers mainly shop for international goods and prefer to
go for branded products. In this context global brand focusing on Indian market must in try to build
in effective marketing strategies and attain a competitive advantage in the market.
Theme 8 – Quality and various collections assist in purchasing European brands
The data derived in from the study states in that that main factor in purchasing a European
is quality and different collections available in European brands. From the analysis it has been
observed in that maximum number of customer’s prefers in to have European brands because they
find in numerous collections within it and quality of material is also optimum. While purchasing
apparel or footwear consumers mainly seek in for quality that can have in long live and also wants
to look in for various collections in products so that maximum choices can be available and they
can purchase the best optimum product. Data acquired in from both secondary and primary
research have stated in that consumers seeks in to choose in from range of options available to
them while purchasing and apparel or footwear.
Findings – The analysis above undertaken reflects in the result that prime motive of any
customer while selecting any of the products is quality and different options for them and this is
one of the reasons that they look in to purchase European brands. These brands offer in optimum
18%
40%
28%
14%
Main factors that motivate towards
European brands
Price Quality Various collections Fabric and latest collection

quality goods and also provide in numerous opportunities to consumers to select in from their
range of products. The diagram above states in that around 40% of customers are inclined for European
brands due to quality and 28% for numerous collections available in these brands.
Theme 9 – Customers are satisfied with European brands
When the respondents were asked in their attitude and satisfaction level with European
brands on this majority of them replied in that they are very much satisfied with the European
brands and seeks in to make potential purchase with these companies only. During the interview
contended with these goods as it helps in to achieve the desired quality of products which they
prefer in to have. Therefore, from the detailed critical assessment of the primary data it can be
stated in that consumer behavior theory such as the process of innovation and development is
essential for marketers as it helps in to develop better comprehension about diverse segments of
markets that represents in attributes that helps in customers to make a purchase decision. Consumer
behavior manages in the kind of marketing strategy that corporation such as small business that
includes in prominent strategies to better understand the knowledge of target buyers and collect
information through survey and marketing activities.

Organizations can avail in several benefits from the marketing strategy and consumer
behavior that intervenes in the process where in marketers can anticipate in success in their sales
level and enhance their profit margin with prominent competitive strategies in the market place.
The diverse advantages of utilizing consumer behavior assist in to create a organizational strategy
that gives understanding about the requirements of consumers and value of the specified target
market.

Chapter – 5 Conclusions and Recommendation
The analysis being undertaken in the area of consumer buying behavior has offered in
several implications and facts on the research topic. The above accomplished secondary and
primary research provided in much of acquaintance in the area of consumer buying behavior and
various factors affecting it. The assessment states in that consumer buying behavior is mainly
focused towards evaluation of various ways through which buyers undertake a purchase decision
and spend on their resources. Consumer behavior is basically a process that includes in diverse
groups and individuals that purchases any product or service to anticipate their needs and
accomplish a particular function.
The data derived in the study states in that consumer buying behavior is an ability that
The concept of consumer buying behavior is also differentiated on the basis of region,
location, age, income level, country and many other factors. In this respect role of country in
customer’s decisions making is also a prominent as it highly influences any individual or group to
undertake any decision. Buyers in different nations possess a diverse behavior and attitude for a
single product or service. In this context customers of India also possess a diverse attribute i.e.
primarily influenced in by the culture, family members and a major proportion of buyers are not
much of broad minded.
But the study also revealed in a different aspect that considerable amount of change has
been found in the manner Indian customers spends in their money while purchasing any goods or
service. The mindset of upper and middle class have been transformed in India drastically and is

moving towards urbanization. As the level of income has also increased considerably the changes
in this have aided in enhanced purchasing process of customers and it ultimately impacts on the
business of corporation. Indian customers are much focused towards high degree amount of value
orientation as the opportunities in Indian market has also been increased considerably.
The information attained in from numerous secondary analysis have depicted in the data that
India is currently having most of young population with an efficient income segment that
ultimately impacts on the manner of spending. One of the most challenging concepts in marketing
is to manage and deal with the fluctuating behavior of consumers. In this regard the challenges
arise in for business is to effectively deal in with changing tastes and preferences of customers.
The buyers in India prefer in to live a luxurious life and prefer in to purchase foreign brands
massively as they find it brands with style statement and of optimum quality.
In recent decade a drastic change has been found where in customers of India like to purchase
in many of the foreign brands in clothing, shoes, accessories and other luxury items. Consumers
primarily focus on European brands in shoes and apparels sector because they find it of optimum
quality as well as latest designs is also found in these materials. In similar context after undertaking
the primary analysis where in the respondents were interviewed on numerous aspects, the data here
in states that Indian consumers have become very much brand conscious and are even ready to pay
an increased amount for any product or service if they find it of optimum quality and fulfills their
anticipations.
With the level of prospects available in the market many European and other foreign brands
have entered into the Indian market. The market in India is vast for these brands and due to change
in buying behavior where in people do not hesitate in to spend on luxurious products and services,
these brands can achieve in an increased profitability from this market. The primary research have
stated in that consumers mostly like in to have quality in the footwear and apparels brands and the
attained responses states in that consumers seeks in for quality goods. The information given in by
secondary data states in that the changed Indian market offers in much of chances for further
development and the transformed behavior of customers aids in to develop the modern society and
here in when many foreign companies are into this market are much aware about the preferences
of buyers and need to develop it in a positive manner with numerous kinds of goods and services.
The acquired in response from the primary research have stated in that main feature which
the respondents look in during the purchase decisions are mainly inclined towards the brand and

response stated in shows that as customers are very much aware about the branded goods and like
in to own European brands because of style and the strong brand image of these products. The
evaluation states in that the market of India has experienced drastic amount of change and it has
offered in much enhancement in the buying process. The analysis states in that purchase decisions
of customers are mainly influenced by two major factors i.e. personal and social factors. The data
acquired in from primary study states in that customers make a purchase decision according to
their own personal considerations and social status. In this context many of the customers approach
in for European brands in order to possess apparels and footwear as they find quality in it.
The data acquired in from primary as well as secondary research helps in to attain valuable
information in the area of consumer behavior. The actual role between behavior of buyers and
marketing depends on adoption of an approach that is mostly difficult in to enforce within an
intensely competitive business environment as companies make an attempt to strategically manage
diverse resources and minimize the corporate excess. Consumer behavior is one of the most
prominent information for marketers as they make an attempt to find the way to make changes in
market, competitive influence and the buying cycle of customers. By knowing the target

customer’s organizations can avail in several benefits as it can offer them relevant information that
is essential to reinvent any product or service, fulfill the demands of customers without directly
influencing on the goods itself. Many of the times it has been observed in that decision to purchase
any specific product majorly relies on certain fixed attributes i.e. psychological influencing, impact
on brand loyalty and social interpretation of goods value.
Consumer buying process involves in majorly five steps that begins with need recognition
wherein buyers assess the requirement of any product or service. It further leads into search of
information here in customers look in for various options available to them to acquire the product
or service. The next step involves in assessment and intent in which buyers evaluates in the product
or service on different parameters and makes judgment accordingly. The fourth step involves in
the actual purchase decision here in decision of buying is being undertaken and the needed product
or service is being purchased. After this the last step includes in post purchase reaction in which if
consumers are satisfied with their purchased item also recommends in to other potential consumers
or make a repetitive purchase decision, but if a buyer is not satisfied with the purchase decision it
will ultimately lead to a bad word of mouth for the company and will look in for alternative
products or services. In similar context three of the major factors have been identified as
determinants to consumer behavior that are namely economic variables, psychological and
sociological factors. Economic determinants are the diverse personal income, potential income
anticipations and social class.
Consumer behavior is the route that drive consumer for purchasing an exacting product.
No organization is capable to judge the behavior of consumers that why they behave differently in
different situation and in that also they react differently for the same situation in future. Main
motive of organization is to find that why, when, what, where, how consumer behave. Their needs
and expectation changed as per the change of time. So to assess the behavior of consumer,
organization expands their strategy in the form of personality factor which is comprised of
influencer, decider and user for buying process. Cultural factor, it includes family, friends, value,
beliefs and tradition which indirectly affects consumer behavior during purchase. Economical
factor, supply and demand, interest rates and unemployment affects the behavior of consumer
which falls under the category of economic factor. Personal factor, this includes age, income and
taste and preferences of people which keeps on changing along with time and hence change the
behavior of consumer. Last is psychological factor which comprises of driving force that motivates

consumers to act differently in different situation, moreover it also includes perception of
consumer which means how a person receives information, collect information and organize
information in their buying behavior or in their normal behavior and last is learning of consumer
which define the past experience of one buying behavior. If they experience sound quality or value
out of that particular product he/she will again go for that product or may purchase product of same
company and vice versa.
This research states in diverse information about consumer buying behavior and there are
Different marketers in today’s business environment are given with particular amount of
challenges that guards in behavior in order to attain in organizational aims and objectives to
develop in long term brand loyalty that increases in product innovation and purchase. From the
research it can be concluded in that there are different environmental stimuli that can influence on
buyers and one of the most prominent impacts that come from it is the psychological impact with
marketing and personal interpretation with regard product and brand value.
The research being undertaken in the apparel industry in which the consumer behavior
relies on certain factors that must be given emphasis. In the garment industry, there are many
factors that have considerable impact on the buying decisions as internet is one of the probable

sources that affects on the way trading is made and brand recognition is driven by several factors
which have their own farmed in norms. Trading is directly influenced by various factors and
internet which is one of the most significant and valid means of communication for trading. In this
context the brand promotion is relatively influenced in by the use of internet. In the present study
also it has been assessed in that customers prefer in to purchase any footwear or apparel brand of
foreign company because of style statement and more importantly make a purchase decision after
evaluating the style followed by their role model like actor, business tycoon or any other renowned
personality.
By defining in the consumer behavior beyond the base level marketers can be in a position
to influence the customers and redirect in the purchase activities. In this context to achieve in the
set standards it is essential for marketers to acquire deep understanding about the diverse behavior
and the marketing campaign that demonstrates in the value as desired by a different base of
customers, here in the achievement of prime customers development and loyalty is defined on the
basis of past, present and future behavior of customers. After analysis of the data researcher can
state in that consumer behavior is both immediate and time sensitive, experiencing influences and
accordingly diverse stimuli over the time period. The inherited value of such decisions assists in
the system effectively and demonstrates in practical perspective that facilitates buyers to access in
additional product that could have otherwise remained in unavailable in practical perspective, it
also facilitates in customers to make additional product purchase that might have been considered
as invaluable.
The retail market of India has observed in a rapid revolution with enhanced urbanization
and swift development of shopping malls, rising breed of brand consciousness among customers
and enforcement of foreign culture in the nation with changing face of Indian customers tastes and
preferences. India is having a high density of market with huge customer base and growth is
approximately dominated in by youth population who mostly prefers in to have foreign brands
while purchasing clothing or footwear’s. Other than all this the growth of information technology
in the nation has enabled in driving new trend of consumerism in India mainly in developed cities
like Delhi, Mumbai, Kolkata, Ahmadabad, Chennai, Hyderabad, Bangalore and many more. With
significant rise in buyers salaries changes in purchasing habit has also been observed and majority
of customers prefers in to shop for footwear and apparels over food in India.

Consumer Brand Buying Relation Assignment Sample

Consumer Brand Buying Relation Assignment Sample

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Consumer Brand Buying Relation Assignment Sample